TV Viewers Will Watch TV Ads in Exchange for Earned Points and Promotion Codes

Mon Oct 10, 2016

Kathy Crosett

We all know consumers aren’t exactly thrilled to watch ads on TV. When they’re surveyed though, viewers say tvviewersportsfanthey’d prefer to watch ad-supported programming instead of paying for the content. This attitude is also prevalent among online TV ad viewers. The only problem is, consumers aren’t exactly paying attention to the ads. A new Hub Entertainment Research study shows marketers and media companies can take steps to improve viewer attitudes about and interest in these ads.

A significant number of viewers are already taking steps to avoid watching TV ads. Nearly 2/3 delay watching their favorite live program in order to avoid marketers’ messages. Then, there’s the use of the DVR. Up to 80% of DVR owners regularly use the fast-forward feature to avoid the ads. When these viewers can’t fast forward through the ads, frustration ensues.

With more consumers turning to online TV programming, there is also an expectation of an ad-free environment. Instead, viewers perceive they’re being subjected to more advertising, even in the content they’re paying extra to see. Is there anything your clients can do to encourage viewers to pay more attention to the ads on TV?

Researchers surveyed over 1,000 consumers aged 16 to 74 who watch at least 5 hours of online TV each week. Here are the ad strategies consumers appreciate most on a scale of 1 to 10:

  • 1 ad per break: 9.8
  • Ads relevant to personal interests: 8.1
  • Earn points for watching TV ads: 8.2
  • Earn promotion codes for watching the ads: 7.3

These findings fall into 3 broad categories and hold potential for marketers and media companies. For example, by limiting ads, media companies are showing sensitivity to consumers’ wants. While running 1 ad per break scores 9.8 on the consumer attitude scale, showing that same ad during every break in the program aggravates viewers, and the practice scores only 1.

On the other hand, personalizing ads during the programs, and rewarding consumers for viewing the message, is something consumers can relate to.

Share the results of this study with your clients and talk about ways to improve the advertising strategy during online TV programming.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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